‘Italy’s “soft” power’ explores the various dimensions that make up Italy’s soft power, including art and architecture, cinema, literature, music, gastronomy, fashion, sport, diplomacy, and peacekeeping. It traces the rise of this power back to the intense creativity and innovativeness of the 1960s, 1970s, and 1980s. This was the period when Italian art and design successfully sustained and blended with business entrepreneurship and consumerism. But by the 1980s, continuity appeared to trump innovation. With the advent of globalization Italy has struggled to regain its prestige at an international level and has had to undergo a process of renewal in almost every branch of productive activity.